“The Gain brand (and the ones who love it) stands for laughing at the little things, enjoying life and knowing it is O.K. be a little silly,” Sarah Pasquinucci, a spokeswoman at Procter & Gamble in Cincinnati, writes in an e-mail.

“In that playful spirit, we launched the ‘good’er morning’ campaign to show that the scent of Gain with FreshLock isn’t just good — it is good’er,” she adds.

(FreshLock is the name of an ingredient being added to Gain, kind of a throwback to the days when products had so-called secret ingredients with names like GL-70 and Solium.)

In a television commercial, as a man getting dressed is captivated by the scent of his shirt, an announcer declares, “Bill’s mornings have never been ‘good’er’ thanks to something amazing we’ve added to Gain.”

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Procter & Gamble and Burnett know that “good’er” is not really a word, Ms. Pasquinucci says, “hence the apostrophe.”

“But in the Gain mind-set, talking about the scent in a different way makes it just a little more fun,” she adds.

“This campaign was tested with hundreds of consumers,” Ms. Pasquinucci says, “and proved to embrace the lightheartedness of the brand while capturing the essence of the long-lasting scent that gives our Gainiacs such joy.”

This is the comment: “Gain makes my laundry smell the way I like it! One of life’s little pleasures! My husband says ‘gooder’ all the time, so I find it awesome that it was incorporated into your commercial. Who cares if it isn’t a word ... it’s a unique way of expressing something that is otherwise unexpressionable. Gain is unlike any other in this world, so it had to take on its own word!”

Q: (Reader)

There is a product I see advertised mostly late at night, a mobility aid called a Hoveround, which is a seated scooter. One of the commercials features someone whom I believe to be William Christopher, Father Mulcahy from “M*A*S*H,” looking rather aged but sounding pretty forceful.

I think there is a teeny corner notice that indicates it’s a dramatization, but still. It’s rather jarring, seeing him in this setting. Is it really Mr. Christopher? And is he really just acting?

A: (Stuart Elliott)

After making an inquiry on your behalf, dear reader, to the Hoveround Corporation in Sarasota, Fla., I received a reply from Jeff Hilton, vice president for marketing.

“Unfortunately, Hoveround has not had the pleasure of working with Bill Christopher in any of our commercials,” Mr. Hilton writes in an e-mail, adding, “Though as an aside, you are hearing from one of the biggest ‘M*A*S*H’ fans on the planet, so the possibility is not far-fetched.”

The commercial in question, which is called “Tough Choices,” features an actor named Victor Helou who portrays “a senior in need of mobility assistance,” Mr. Hilton says, “and finds that assistance in a Hoveround Power Chair.”